Customers who visit The Bouqs Company website might be surprised to see some smiling faces posted alongside the flowers and custom bouquets sold on the site.

Just who are they? They’re the American flower farmers who grow a variety of blooms sold at the popular site. And in addition to getting a glimpse of the farmers and their locations, customers can also click to see a one- to two-minute documentary video about the farmer and their flower operation and read a brief bio of each farmer.  

“The stories are for consumers to understand there’s a good way to farm and that we work with farmers who do it right,” explains John Tabis, founder and CEO of The Bouqs. “We want to create a rich experience so people get a feel for where flowers come from, how they are cultivated and why that’s important.”

The Bouqs sources flowers from 21 American flower farms including operations in California, Ohio, Wisconsin and Washington; the number of farmers featured varies by season.

And whether the blooms are from American or South American farms, they all are sustainably grown and operate with responsible labor processes.

“Wherever we buy from, we want to adhere to a set of standards,” Tabis says. “We know that transparency matters, but the fact that labor and sustainability standards matter in the flower industry isn’t widely known. People don’t know to ask. So there’s a education process.”

Founded in 2012, The Bouqs initially sourced all flowers from South America due to some local connections. But all along, the vision was to offer American Grown products as well.

Thanks to a few tweets that led to direct messages and phone calls, Tabis connected with Kasey Cronquist, CEO and Ambassador for the California Cut Flower Commission (CCFC) who helped get the ball rolling with several California flower farmers who could deliver exactly what The Bouqs had in mind.

“Within a few weeks, we had a program,” Tabis recalls. “The transparency piece of where (flowers) come from matters to people.”

Today, the most popular product sold by The Bouqs,  a design called “Wild About U,” comes from California’s own Mellano & Company. You can see flower farmer Mike Mellano’s smiling face right there next to the bouquet and read his story:

“Flower farmer, family man, fantastic human being; those are just some of the words you can use to describe Farmer Mike. His farm grows some of the most interesting and beautiful flower types imaginable. Ask him what he loves about work and he’ll tell you he’s just continuing the family tradition. He’s a farmer through and through. Also, Mike’s farm is Certified American Grown.”

And there are more stories like Farmer Mike’s, and even more to come, as The Bouqs expands its connections to more and more American flower farmers.

“Wherever we buy from, we want to adhere to a set of standards that the customers want, is good for the environment and for the people working the land,” Tabis says.

CalPoly’s Rose Parade Float was Certified California Grown on December 31 and received the Past President award from the Tournament of Roses for most outstanding innovation in the use of floral and non-floral materials on January 1.

PASADENA, Calif., Jan. 1, 2018 — The Certified California Grown 2018 Rose Parade® entry from Cal Poly Universities has earned the Past President’s Trophy, an award that recognizes outstanding innovation in the use of floral and non-floral materials. The float, designed, constructed and decorated by students from California Polytechnic State University, San Luis Obispo and California Polytechnic State University, Pomona, included nearly 97 percent of cut flower and greens from California.

The float earned California Grown Certification at a ceremony Dec. 31 led by California Secretary of the Department of Food and Agriculture Karen Ross. Certified floats must be decorated with more than 85 percent of cut flowers and greens from the Golden State.

This is the seventh year that the Cal Poly float has earned California Grown certification.

California Department of Food & Agricluture Secretary Karen Ross officially certified the CalPoly float as California Grown for the 2018 Tournament of Roses Parade.

Titled, “Dreams Take Flight,” the float invited onlookers to take flight on the airplane wings of a trio of cuddly critters — a koala bear, sea otter and red panda. The 18-by-54-foot entry used animation to breathe life into its trio of amiable aviators as they swooped and swayed amid the clouds. Paula the Koala, the largest element on the float, flew a striped-red biplane, controlling the craft’s flaps, rudders, ailerons and elevators as she glance between the sky and the audience. She led Ollie the Otter’s seaplane, which emerged from a cluster of moving clouds, while Rusty the Red Panda soared behind, banking left to right, some 28 feet above the float.

The float was adorned with over 40,000 stems of California Grown blooms — including 10,000 roses, 10,000 Gerbera daisies and 1,000 irises. The bulk of the float was festooned with mums: 12,000 chrysanthemums; 7,500 yellow button mums; 3,000 green button mums; 1,000 orange cushion mums; and 500 purple cushion mums.

The flower farmers of California provided the student’s of CalPoly with thousands of stems of beautiful CA Grown flowers and greens for this year’s float design.

The flowers and foliage were donated by California flower farmers. The white and lavender statice used on the float was grown by students at the San Luis Obispo campus.

“We’re thrilled that Cal Poly Universities’ Rose Parade Float was recognized with the Past President’s award for their innovative use of the floral,” said Kasey Cronquist, CEO and Ambassador for the California Cut Flower Commission (CCFC). “Our farms are proud to continue to donate their blooms and be a part of supporting the students and this winning tradition that highlights what beautiful flowers we grow here in the Golden State.”

The Tournament of Roses Parade® is a New Year’s tradition where nearly a million visitors line Colorado Boulevard in Pasadena to view the beautiful floats first hand, and millions more watch from their homes across the country. The California floral industry has a $12.2 billion annual impact on the state’s economy. California’s flower farmers represent over 4,500 jobs and contribute $1.7 million to California’s economy every day.

It’s a year-end tradition that helps us both remember where we’ve been and chart a successful path into the new year – the top 10 list, that is.

And so as 2017 winds down, the California Cut Flower Commission (CCFC) is pleased to share our top 10 blog posts of the year. As you’ll see, the past year brought the flower industry growth, optimism, consumer awareness and a bit of anxiety toward to the end thanks to a round of wildfires.

An interactive map highlighting the proximity of the fire to the flower farms in Carpinteria Valley was included in our number one blog post of the year.

Here’s a look at our most-read posts of 2017:

  1. Nation’s Flower Basket Threatened By California’s Thomas Fire .
  2. California Wildfires Through the Eyes of Flower Farmers
  3. Nimble Nature Keeps Ocean View Flowers Growing
  4. Green Valley Floral Expands Its Business On Two Fronts
  5. CCFC Names ‘2017 Flower Farm Champion
  6. Farm Adding More Greenhouses To California’s Flower Basket
  7. This Family Farm Is Gearing Up For Its Next Generation Of Flower Farmers
  8. California Farms Are Open For Business
  9. California Flower Farm Adding 43 Acres, New Varieties To Its Business Plan
  10. Investing In ‘Little Things’ Add Up To Big Productivity Boost

Thanks for reading and for supporting the CCFC and California Grown flowers. Stay tuned as we continue to cover news, events, trends and more. Here’s to a prosperous 2018!

 

Andrea Grist, business manager for Florasource KC in Overland Park, Kansas, was preparing for a customer open house when she had a bright idea. Why not have some issues of Florists’ Review available to hand out at the event?

When the magazines arrived, Grist was happy to find the publication included copies of the new Certified American Grown Farm & Flower Guide as an added bonus. What she didn’t foresee was how that bonus publication would impact her business.

Since starting with the wholesaler in March, Grist had been changing things up in terms of suppliers, making an effort to work with American flower farms. When she saw the guide, she expanded her thinking and began learning about flower farmers nationwide who could provide the flowers and foliage she was seeking.

It was a fortuitous opportunity to support the American Grown Flowers movement.

“For me, it’s important to be mindful of American Grown products and where products come from. It’s our responsibility as consumers to feel comfortable with where we’re getting things from,” Grist explains.

In addition to sharing the magazine and the flower guide at the open house, Grist also showcased different varieties of flowers sold by Florasource KC along with a tag about their origin.

American Grown Flowers are a priority to Florasource.

“I enjoy telling people about it and giving people the background. I also enjoy knowing that we’re supporting a American farmers,” Grist says.

And she’s walking the talk.

Grist is now getting a truck a week of American Grown Flowers. And she’s sourcing flowers from Florida and several small farms in her area that offer special varieties.

Certified American Grown brand waves proudly on the flowers at Florasource.

She also has a Facebook page where local farmers can let her know what they have available, like the tuberose, zenias and peonies that grow well in her area.

Grist makes a point of stopping at flower farms whenever she travels and follows up by blogging about the farmers she meets. The farm and flower guide comes in handy there too, as a way to find nearby farms.

“It’s part of my job to educate our floral designers about the process, the supply chain, the struggles the farmers face,” Grist describes. “It’s all full-circle.”

And all paths lead to American Grown Flowers.

 

 

 

Get a Sense of What Farmers Experienced

The threat to California’s flower farms from several Southern California wildfires is almost over. (Insert collective sigh of relief here). That said, flower farmers and others in the ag community can tell you it was an experience like no other – and something they hope to never experience again.

While fire officials are now focused on “mop up” activities in the Carpinteria area, the Thomas Fire appears to have left flower farms largely unscathed. Mandatory evacuation orders have made accessing farms and the daily harvesting flowers challenging, but those evacuation orders are anticipated to be lifted soon.

And yet what flower farmers saw, heard and felt as they endured the worst fires in the state’s history can’t be underestimated. Here’s a glimpse into a few of the experiences:

In Carpinteria, Dani Hahn of Rose Story Farm took to Instagram to share her farm’s story. She posted photos of an all-female strike crew, 25 of them, who took a stand at the edge of her farm at 2:30 a.m. fighting back the flames and literally saving the farm.

She also shared her concerns about losing the 150-year-old historic home on the farm, posting about the home’s history and thanking firefighters – some posted on her roof – for their efforts.

Clic to watch this video of an all female strike crew that took a stand at the edge of Rose Story Farm during the Thomas Fire in Carpinteria, CA.

And at one point, there were 50 firefighters, eight fire trucks and three bulldozers protecting the farm as the fire approached the property line.

Click to watch a playlist of videos provided by Dani Hahn of Rose Story Farm.

“It’s fascinating and terrifying at the same time,” Hahn describes. And the aftermath – “Otherworldly, it feels like you’re looking up and you’re on the moon.”

Hahn lost one row of about 200 rose plants, but is in back in business and shipping out roses. What she feels most deeply is gratitude.

The Thomas Fire rages above Rose Story Farm in Carpinteria, CA.

“I’m not concerned about the roses at all, and the ash will be wonderful for the soil. I just want to shout out to these wonderful people (firefighters) who continue to come by, mop up and take care of anything left in their wake. Every one of them has been so polite and so lovely. It’s a well-oiled machine and they do the best they can in horrible situations. I have an overwhelming sense of gratitude for all they did.”

On Tuesday California Cut Flower Commission CEO & Ambassador Kasey Cronquist traveled to Carpinteria Valley to speak with local county and fire officials regarding the importance of California’s cut flower industry in Carpinteria. He also had a chance to visit with farmers in the valley and survey the fire damage in the community.

“What those firefighters did to protect America’s flower basket is amazing,” Kasey shared. “We are very appreciative of the brave men and women who put their lives on the line to protect this community. After seeing how close the flames were, how big they were, it is amazing that more was not lost.”

Ivan Van Wingerden of Everbloom, Inc. provided a glimpse into what was happening near his farm through his Instagram page.

Ivan Van Wingerden watches a helicopter drop water on the fire near his home.
The Thomas Fire’s fury is shown in this photo by flower farmer Ivan Van Wingerden.

And flower farmer David Van Wingerden, owner of Westland Orchids, became a regular on Facebook Live, sharing his experience across several days as the fire approached his farm, seemed to come terrifyingly close, but continued to calmly share that their farm was in the clear.

David Van Wingerden speaks with CCFC CEO Kasey Cronquist during the fires in Carpinteria.

The Lilac Fire in San Diego is now 95 percent contained, but drew awfully close to Mellano & Company’s farm in San Luis Rey in Oceanside, California.

Smoke from the Lilac Fire rises behind Mellano & Company just before the company was evacuated.
Nathalie Olvera works for Mellano & Co. in sales. Her family’s home was one of the first to be lost during the Lilac Fire in San Diego County. A GoFundMe page has been created to assist the Olvera family during this time.

“These fires are so unpredictable,” shared Mike A. Mellano of Mellano & Co. “Fortunately, this one only came within a mile of the farm on Friday and normal operations resumed on Monday.”

While California’s flower farms were spared by these wildfires, employees, their families and friends throughout the industry have all been touched by someone who lost their home.

Sadly, Mellano & Co employee Nathalie Olvera lost her home in the Lilac Fire. The Olvera family home was one of 157 structures lost in the fire. A GoFundMe campaign has been created to help the family through this difficult time.

All in all, the situation could have been much worse, but over the last week there have been some incredible examples of heroism by first responders and communities coming together to help one another.

Like Hahn, gratitude is the overwhelming feeling among flower farmers.

While the wildfires in Southern California approached some of the nation’s largest flower farms and hampered the ability for some employees to work, the Golden State’s farms are open and operating.

“We haven’t received any reports of production loss or farms lost due to the fires in Southern California,” explained California Cut Flower Commission CEO & Ambassador Kasey Cronquist. “We’re in close contact with our farms in Santa Barbara, Ventura and San Diego Counties and so far our farms are checking in as safe and continuing to operate.”

The Thomas Fire

Flames could be seen on the hillsides from the nurseries in Carpinteria Valley on Monday morning. Photo by Ivan Van Wingerden of Everbloom, Inc.

The Thomas Fire near Carpinteria, known as the nation’s flower basket, appeared to get dangerously close to some farms and nurseries. However, farmers in Carpinteria Valley confirmed that the fires appeared closer than they actually were.

Interactive Map Highlights the proximity of the fire to the flower farms in Carpinteria Valley.

“Everybody is still in business, there have been no losses to farms as far as I know,” reports David Van Wingerden, owner of Westland Produce Inc. “It’s business as usual for Carpinteria-area flower farms.”

David Van Wingerden of Westland Orchid provides an update on the fire conditions near his flower farm in Carpinteria. Click to watch video.

The Lilac Fire

The Lilac fire near Oceanside came close to Mellano & Company’s farming operation late last week, forcing mandatory evacuations, road closures and some power outages. By Saturday, the power was back on and Mellano & Company was able to report no products were affected.

An image from last week shows smoke from the Lilac Fire behind Mellano & Co. in San Diego County.

Today, the farm is open for business despite some staff shortages and ongoing road closures.

“We’re thrilled to report that California’s flower farms are safe, open and operating. Several very close calls last week had farmers worried, but today harvesting and shipping of flowers and foliage is going full bore at most farms,” Cronquist reported.

Lilac Fire in San Diego County skirted, but did not harm, flower farm in the area.

The CCFC will continue to update customers via Facebook Live and online at ccfc.org/fires, where readers will find a map of the fires and the nearby flower farms.

FOR IMMEDIATE RELEASE

December 7, 2017

Nation’s Flower Basket Threatened by California’s Thomas Fire

CCFC Creates Interactive Map to Track Fires Near Flower Farms  

The nation’s flower basket is being threatened by the Thomas Fire in Southern California, a fire that has already consumed 96,000 acres and is rapidly expanding due to winds and dry conditions.

The fire is burning close to nearly two dozen flower farms in the Carpinteria Valley, known as “the flower basket of the United States.” Smaller fires have also been reported near flower farms in San Diego and Lompoc.

To help track the fires and their potential impact on flower farms, the California Cut Flower Commission (CCFC) has created an interactive online map that shows which of the state’s flower farms are near fire locations. View the map, which is being regularly updated, at ccfc.org/fires.

To add to the conversation and provide additional updates, several Southern California flower farmers will be using Facebook Live to provide updates and video of the fires.

“The map shows the fires statewide and will help answer the question we’re currently hearing a lot, like ‘How are these farms that I’ve bought my flowers for decades from doing?’” said Kasey Cronquist, CCFC CEO and ambassador.

The raging Thomas Fire, which is now edging closer to Ojai and Carpinteria on two fronts and forced the closure of Highway 101  and Highway 150 for hours Thursday as flames burned on both sides of the freeway, started Monday night in Santa Paula and quickly tore through Ventura toward the Pacific Ocean.

The wildfire has 5 percent containment and is burning its way into the Los Padres National Forest.

Ventura County Fire Chief Mark Lorenzen said if the wind continues, and rain doesn’t touch the region, the Thomas fire could continue for a few more weeks.

Visit CCFC.org/fires and follow the California Cut Flower Commission on social media for ongoing updates.

December 8: Facebook Live Update withCalifornia Flower Farmers David Van Wingerden of Westland Orchid in Carpinteria, CA and Bruce Brady of Mellano & Co. in Santa Ana, CA. 

powered by crowdcast

December 7: Fire Update with California Flower Farmers Ivan Van Wingerden of Everbloom and David Van Wingerden of Westland Orchid in Carpinteria, CA. 

powered by crowdcast

# # #

About the California Cut Flower Commission

The California Cut Flower Commission (CCFC) unites the state’s approximately 225 flower farmers to advance California’s $320 million flower industry. In addition to providing cooperative marketing opportunities and administering advocacy efforts, the commission has positioned the California Grown brand as a highly recognizable, consumer-facing brand to drive sales of the state’s fresh flowers and foliage. Learn more at ccfc.org.

Media Contact:

Kasey Cronquist

CEO & Ambassador

916-441-1701

kcronquist@ccfc.org

Out of an abundance of caution, the California Cut Flower Commission (CCFC) announced that it was suspending its annual year end meetings scheduled for December 7-8 in Santa Barbara due to the Thomas Fire burning just south of Carpinteria.

In a letter to California’s flower farmers, CCFC CEO & Ambassador Kasey Cronquist wrote, “The uncertainty of the fire’s path, potential road closures and the need for hotel rooms for evacuees were all factors that were considered in making this decision.”

The Thomas Fire continues to grow and remains at 0% containment with high winds expected to continue through Friday.

“Currently, none of our Santa Barbara or Ventura County flower farmers are facing any immediate threat to their farms or flower production,” Cronquist explained. “However, mandatory evacuations have affected many employees, friends and family members, including CCFC’s Anna Kalins whose family was evacuated from their home in Ventura on Monday night and has not been able to return.”

Click to view map online.

Current information on the Thomas Fire can be found at ReadyVenturaCounty.org and a map outlining the fire’s path can also be found at nwcg.gov.

Our deepest thanks and appreciation go out to all of the firefighters and first responders who are doing their best to protect people and property while battling these fires, and our thoughts and prayers go out to those affected and displaced by the wildfires in Southern California.

CCFC’s Annual Meetings and Awards Dinner will be rescheduled.

The CCFC’s official announcement to farms can be found here.

The motorcycles used during the Tournament of Roses parade by the Pasadena Police Department will be joining Cal Poly Universities and FTD as another certified CA Grown parade entry in 2018.

This year’s Cal Poly float is entitled “Dreams Take Flight” and features baby animals flying prop planes amid a whimsical landscape.

 

Certification requires that over 85 percent of the flowers and foliage used in the parade entries are grown in California.

 

FTD will once again certify the flowers on the official Rose Parade vehicles.  Photo by Linda Blue Photography

 

“Each year these special motorcycles kick off this iconic parade leading the pack of floats, cars, bands and equestrian entries,” says CCFC CEO & Ambassador Kasey Cronquist. “It just seems fitting that those motorcycles, ridden by Pasadena’s finest, be decorated in all-California Grown Flowers.”

 

The last stop on the 2017 American Grown Field to Vase Dinner Tour was not only the perfect finale, it was among the tour’s most unique destinations.

Over 150 people attended the last American Grown Field to Vase Dinner of 2017 at FernTrust, Inc. in Seville, Florida.  Photo by Wings of Glory Photography.

After all, how many people can say they’ve dined on a fern and foliage farm in the middle of the “Fern Capital of the World?” A sold-out crowd did just that Nov. 18 when the Field to Vase Dinner Tour came to FernTrust Inc. in Seville, Florida.

FernTrust, a farm cooperative, is one of the most trusted foliage producers in the country. Guests learned all about the 126 varieties of best-in-class foliage and ferns grown by FernTrust during a tour with farmer David Register. Jana Register provided a tour of FernTrust’s packing house where she shared FernTrust’s many product lines including their patented ColorFresh program that extends vase life of foliage and greens through a unique color sealing process.

Fern Farmer David Register gave guests a guided tour of FernTrust, sharing information about the wide variety of foliage grown on the property. Photo by Wings of Glory Photography.

Following the farm tour, guests then dined at tables adorned with hundreds of feet of lush fern garland and topiaries created by floral designer J Schwanke. Tour sponsor Syndicate Sales provided all of the hard goods and vases that were incorporated into J’s beautiful tablescape design. Nearby, an all-foliage American Flag added to the evening’s wow factor, as did old oak trees dripping with Spanish moss and vistas that provided views of the beautiful ferns and an incredible sunset over the lake.

Field to Vase Dinner guests enjoying a beautiful November evening on the fern farm in Florida.  Photo by Wings of Glory Photography.

Chef Justin Timineri of Fresh From Florida created a wonderful Floridian themed menu and Joe Hearn and his team from Joe Hearn Events did an outstanding job managing all of the event’s special touches for this floral filled event.

“This Field to Vase dinner was such a fun event. Getting to meet the farmers and families that have worked the land and listen to the stories was a great experience,” shared former chef Dennis Littley of AskChefDennis.com. “The setting at the farm was picture perfect and the tables were magazine worthy, looking like something out of Martha Stewart.”

Guests enjoyed the bountiful wines of national sponsor, Geyser Peak Winery. Photo by Wings of Glory Photography.

Microbrewery Persimmon Hollow Brewing Co. shared its craft beers, Geyser Peak Winery served up wine varietals and Copper Bottom Craft Distillery provided signature citrus cocktails featuring names with a nod to local ferns.

Find out where the tour is going in 2018, and then plan to attend one of these one-in-a-lifetime dinners at americangrownflowers.com/fieldtovase

Each year, a delegation of America’s flower farmers head to Washington, D.C. and join together to advocate, share the #originmatters message, connect with members of the Congressional Cut Flower Caucus and do a whole lot of storytelling to elected officials.

The trip, which has grown in scale and momentum, is coming up in February.

Farmers from across the United States came together for the largest Fly-In to date in 2017. Photo by Nony Park of Ken Pak Photography.

 

Once again, farmers and representatives from the Certified American Grown program and the California Cut Flower Commission (CCFC) will meet with lawmakers and the administration about how to remedy the competitive challenges America’s flower farming families face in today’s market.

Delegates from Virginia to Alaska came together to advocate for America’s flower farmers.  Photo by Nony Park of Ken Pak Photography

 

It’s a big trip.

It involves so many people leaving their families and businesses to passionately share the importance, value and sheer joy of growing their flowers here in the United States.

Rep. Duncan Hunter, Co-Chair of the Congressional Cut Flower Caucus, visits with California growers at the Wine and Flowers Reception. Photo by Nony Park of Ken Pak Photography.

 

But it’s worth it. Every time. And every time more flower farmers sign on to make the trip and share their stories.

Because origin really does matter. And lawmakers and consumers are getting it. And they’re starting to ask about the origin of the flowers they bring into their homes and give as gifts. And that makes all the difference.

If you’d like more information about this year’s trip, contact Andrea Philpot at aphilpot@ccfc.org.

The California Cut Flower Commission (CCFC) recently sponsored the California State Floral Association’s 12th annual student design competition at CaliFlora 2017 held at the International Floral Trade Center in Carlsbad, California.

Winners from the CaliFlora student competition, sponsored by the California Cut Flower Commission.

Fifteen students representing California Polytechnic University, San Luis Obispo; City College of San Francisco and Mission College participated in the timed competition.

Armando de Loer Mejia of City College San Francisco won the competition, with Alyssa Snow of Cal Poly coming in second and Isabel Sarellano of Mission College taking third place. The People’s Choice Award went to Paula Knapp of Mission College.

CCFC Chair Diana Roy of Resendiz Brothers Protea with Mel Resendiz (right) and Rene Van Rems (left).

CCFC Chair Diana Roy attended the two-day CaliFlora event known for its certified florist exam, hands-on design workshops, Top Design Competition, student design competition and feature show.

The CCFC is proud to support the next generation of floral designers by sponsoring the student competition at CaliFlora.

Safeway’s Crystal Hedgpeth Honored for Blue Bucket Campaign That Promotes CA Grown Flowers
 

SANTA BARBARA, Calif., Jan. 8, 2018— Crystal Hedgpeth, floral sales manager for Safeway’s Northern California Division, was named 2017 Flower Farm Champion by the California Cut Flower Commission (CCFC) at its annual meeting January 4 in Santa Barbara.

Hedgpeth earned the award for the creation of Safeway’s Blue Bucket Campaign that showcases California Grown Flowers in the company’s 280 Northern California Stores.

Crystal Hedgpeth was honored as the 2017 Flower Farm Champion at CCFC’s Annual Dinner on January 4, 2018. Pictured here from left to right are Bruce Brady, Promotion Committee Chairman, Crystal Hedgpeth of Safeway and Kasey Cronquist, CEO/Ambassador of the Cut Flower Commission. Photo by Linda Blue Photography

 

“Crystal’s campaign really highlights what can be accomplished when retailers make the effort to connect their customers with the story and source of their flowers,” explains CCFC CEO and Ambassador Kasey Cronquist. “Double digit growth by utilizing the California Grown campaign is exciting to see and something we want to celebrate.”

Hedgpeth designed the Blue Bucket Campaign in response to customer surveys that gave the store low ratings for the availability of locally sourced items. Knowing Safeway stores were chock-full of local products, including the California Grown Flowers that made up more than half of the flowers sold in the stores, Hedgpeth created an attention-getting sales and marketing campaign focused on flowers sourced from farmers in the Golden State.

She attached the misperception about the “lack of local” by grouping all California blooms and foliage in a single display in the floral department. After several brainstorming sessions with her team, a broader vision emerged for bringing a California Grown Flowers campaign to life. The team added a large “iron man” sign atop the display that included the CA Grown license plate logo and with a message declaring Nor Cal Safeway as the “largest buyer of CA Grown Flowers.” And Hedgpeth implemented her division president’s idea that all the buckets the flowers were displayed in be just as blue as the CA Grown logo.

Safeway’s blue bucket campaign draws attention to the beautiful CA Grown Flowers in each of their Nor Cal locations.

 

“Once we had the merchandising done, it really made an impactful statement. The colors of the flowers were more vivid against the blue buckets,” Hedgpeth explained.

Safeway stores that implemented the Blue Bucket Campaign saw double-digit increases in sales of California Grown Flowers – think 12 to 16 percent. And what started in October 2016 in fewer than 50 stores spread to all 280 Nor Cal stores by Valentine’s Day 2017. California Grown Flower sales are up 14 percent.

In addition to individual flower varieties showcased in the blue buckets, Hedgpeth has since added California Grown mixed bouquets. And in stores where customers are particularly local-focused, she gets “hyper local” and sets up displays and signage for nearby flower farms.

“In our minds, this should be part of our permanent thinking. We’ll continue to support California’s flower farmers and even incorporate the Certified American Grown Flower program. We want to continue to grow this. We have new stores coming in 2018 and 2019 and we’ll continue the campaign in those stores. As long as it’s relevant to customers, it’s relevant to us!”

In 2016, the Flower Farm Champion award went to Lois Capps, former U.S. Representative for California’s 24th congressional district, for her notable efforts to support California’s flower farmers. A founding member of the Congressional Cut Flower Caucus, Capps served as a co-chair of the caucus since its inception in 2014. She also helped drive awareness of issues impacting California’s flower farmers, certified CA Grown floats at the Tournament of Roses Parade and met with farmers during advocacy events in Washington, D.C.

Farmers Send Flowers to Honor, Thank First Responders at Wildfire Benefit Feast

In early October, wildfires ripped through California’s renowned wine country, displacing more than 10,000 in Napa and Sonoma Counties alone, and wiping out entire neighborhoods and businesses.

Today, we know it was the most devastating wildfire event in California’s history.

Camille White of Venn Floral helps place arrangements down the long table for Tuesday’s event. Photos by Visit CA and Max Whittaker, Freelance Photojournalist.

But on Nov. 21, just days before Thanksgiving, California flower farmers, a team of volunteer floral designers led by Venn Floral of Sebastopol and the California Cut Flower Commission (CCFC) joined forces with industry partners Visit California and California Grown to support a farm-to-fork style feast for over 500 guests to benefit wine country wildfire recovery efforts.

Hosted by Visit California, The Grateful Table featured celebrity Chef Tyler Florence in partnership with farm dinner event company Outstanding in the Field. The CCFC, with its experience managing the national American Grown Field to Vase Dinner Tour, was tapped by Visit California to assist with the design and execution of the floral tablescape for the event.

California flower farmers sent thousands of flowers for the special fundraising event. Photos by Visit CA and Max Whittaker, Freelance Photojournalist.

Working with Heather Frye and Camille Rowan of Venn Floral, a tablescape was created based on thousands of flowers donated by California’s flower farmers. Resendiz Brothers Protea, Sun Valley Floral Farms, Holland America Flowers, Green Valley Floral, Joseph & Sons, Ocean View Flowers, Camflor Inc., Mellano & Company, CallaCo, Westland Floral, Pajarosa Floral and Kitayama Brothers all responded to the call for donations amidst a busy Thanksgiving holiday rush on flowers.

CCFC CEO & Ambassador Kasey Cronquist with first responders who were honored during Tuesday’s event and presented with flowers for their heroic efforts during the deadly wildfires that swept through the region. Photos by Visit CA and Max Whittaker, Freelance Photojournalist.

Torchio Nursery and Jessup Transportation provided logistics support for this effort. And Syndicate Sales provided all of the vases for the event.

Guests were invited to create their own boutonnieres to wear during the event. Photos by Visit CA and Max Whittaker, Freelance Photojournalist.
Photos by Visit CA and Max Whittaker, Freelance Photojournalist.

Additional floral designers who donated their time to the project include:

One hundred percent of proceeds raised from sales tickets to the feast will support nonprofits that are helping those affected by the wildfires in California’s iconic wine country. And among the guests at the event were people who had lost their homes as well as first responders.

CCFC CEO & Ambassador Kasey Cronquist and CCFC Chair Diana Roy with Chef Tyler Florence.Photos by Visit CA and Max Whittaker, Freelance Photojournalist.

The event was touted as “the best way to show them your California love and help them rebuild the region is to come celebrate: sip, savor, dine and unwind.”

It was also a way for flower farmers and designers to lend their resources and talents to a worthy cause.

A beautiful tablescape was designed and beautifully executed by Heather Fry and Camille White of Venn Floral.  Photos by Visit CA and Max Whittaker, Freelance Photojournalist.

“This was a wonderful way for our farms to support the recovery effort of the communities that have been impacted by these fires” shared CCFC CEO & Ambassador Kasey Cronquist. “As the flower donations rolled in, we learned about the many connections our farmers have with people who were affected by these fires. They were very happy to give their blooms to the cause.”

Over 500 people attended the event, which required 63 tables for the pop-up farm to fork dinner. The dinner table ran right down the Napa & Sonoma county lines. Photos by Visit CA and Max Whittaker, Freelance Photojournalist.

Over the next several weeks, the California Cut Flower Commission will be highlighting California flower farmers who are investing in the future and growing their farms through a series of blog posts entitled, “California Growing.” With increasing demand for American Grown Flowers, these farms reflect the dedication, commitment and hard work that is being made to deliver high quality, consistent, year-round supply of fresh cut flowers and greens.

Ocean View Flowers

Lompoc, California

Ocean View Flowers has been in business for 25 years, and while it recognizes its history, this flower farm is committed to remaining nimble.

The beautiful flower fields of Ocean View Flowers.

Located in the Lompoc Valley, 50 miles northwest of Santa Barbara, Ocean View is taking a multi-pronged approach to increasing quality and productivity, and expanding efficiencies.

Ocean View Flowers has added two solar energy projects, expanded into new flower varieties, improved yields and flower quality, and invested in lean business principles, according to President John Donati.

Many approaches. Many successes.

Going solar

In 2015, Ocean View invested in a 560 kilowatt ground-mount solar energy system to reduce its overall impact on the environment and offset energy costs. In 2017 it added an additional 1.1 megawatts.

Energy from the solar panels cover the farm’s cooling and refrigeration needs and offset electricity costs farm-wide an in its business offices.

Ocean View Flowers invests in solar technology at the farm.

The green energy approach fits well with Ocean View’s commitment to sustainable farming practices.

New varieties

A forward-thinking nature also applies to Ocean View’s selection of flower varieties to grow. Donati says his team is constantly looking at new varieties that appeal to consumers.

“And we’re nimble with our color mix to reflect the trends for the coming year,” often basing selections on the colors that Pantone and other trend forecasters identify as leading hues.

Improving yields and quality

It’s one thing to grow the right flowers, but getting more flowers to market to meet consumer demand is an entirely different issue.

That’s where Ocean View’s efforts to improve yields come in. Donati explains that they’ve been able to amplify yields by growing in three areas: the Lompoc Valley, the low desert south of Palm Springs and the high desert near Bakersfield.

Acres of flowers are being harvested more efficiently then ever at Ocean View Flowers.

By growing in different regions at different times of year, Ocean View can take advantage of the best seasonal growing conditions. Better conditions mean more flowers – consistently.

Going lean

Ocean View first invested in lean business principles nearly a decade ago and that commitment continues today, literally transforming how it does business.

“It’s not just about saving money, it’s about putting measures in place that increase quality, improve efficiencies and reduce the daily tasks required of employees,” Donati explains. “We use lean business practices throughout the organization, from growing to harvesting to packing.”

 

 

Ocean View’s lean efforts include the addition of harvesting trailers to reduce the labor required of field employees, financial incentives for employee productivity and a host of initiatives to reduce the number of steps or motions employees in any department take.

Ocean View Flowers has improved its capacity and quality controls through its focus on going lean.

Most recently, Ocean View added a second line in its packing department to help reduce the number of motions required of packing employees and optimize the flow of flowers to those who are the last to touch the blooms before the leave the farm.

Together, all of these steps are keeping Ocean View on the cutting edge, and keeping customers supplied with spectacular blooms all year long.

 

 

Fundraiser supports wine country recovery efforts

 

California flower farmers are joining agriculture and tourism industry partners to support a pop-up feast to benefit wine country wildfire recovery efforts. The event, The Grateful Table, will be held Tues., Nov. 21 at 1 p.m. in an idyllic vineyard at the Napa-Sonoma County line.

Donations of California Grown Flowers and floral design are being coordinated by the California Cut Flower Commission (CCFC). Flowers will be sent by flower farmers up and down the state in support of this important fundraising effort. Approximately 1,000 people are expected to attend the evening’s fundraiser, making for a very long table where guests will enjoy an all-California Grown farm to fork style dinner in the middle of the vineyard.

CCFC and Certified American Grown Flowers are very familiar with the feast’s format and are prepared to lend a hand thanks to their three years of experience hosting the American Grown Field to Vase Dinner Tour.

“This is a wonderful way for our farms to support the recovery effort of the communities that have been impacted by these fires” shared CCFC CEO & Ambassador Kasey Cronquist. “As their flower donations have come in, we’re learning about the many connections our farmers have with people who were affected by these fires. They are very happy to give their blooms to the cause.”

Certified American Grown has been hosting floral focused “farm to fork” styled pop up dinners on America’s most beautiful flower farms for the past three years. Photo by Taken By Sarah
Venn Floral is located in Sebastopol, California and co-owned by Heather Frye & Camille Rowan.

The floral design team is being lead by Heather Frye and Camille Rowan of Venn Floral. Heather and Camille will be leading a volunteer team of floral designers to help create the beautiful tablescape for the evening’s event.

The Grateful Table is hosted by Chef Tyler Florence and friends, along with the team at Outstanding in the Field.

Guests can purchase single tickets, tables, or buy a seat for a first responder or residents who were affected by the fires.

One hundred percent of ticket sales will be donated to nonprofits helping those directly impacted by the fires, including;

  • Napa Valley Community Disaster Relief Fund
  • Sonoma County Resilience Fund
  • Mendocino County Disaster Fund
  • California Restaurant Association Foundation

Visit visitcalifornia.com/grateful-table to learn more and to purchase tickets.

A big thank you to Torchio Nursery and Jessup Transportation for providing the logistics support for this effort.

Thank you to Syndicate Sales for assisting with the hard goods support.

Longtime Dinner Tour Sponsor Syndicate Sales Unveils New Products on Chapple’s Farm

The American Grown Field to Vase Dinner Tour tends to make news in the communities where it stops. But at a recent stop at Hope Flower Farm in Waterford, Virginia, the dinner was the site of a very special announcement from longtime tour sponsor Syndicate Sales.

Guests of our recent Field to Vase Dinner in Waterford, Virginia, enjoyed both the beauty of Hope Flower Farm and the stunning designs created by Holly Chapple.  Photo: Taken by Sarah Photography.

The firm announced the “Holly Heider Chapple Exclusively for Syndicate” line of containers and mechanics to be released in January 2018. Of course, there was nowhere better to launch the line than right there on Chapple’s farm!

Anne Graves of Syndicate Sales made the exciting announcement of their partnership with Holly Chapple during the dinner.  Photo: Taken by Sarah Photography.

Syndicate Sales Public Relations Manager Anne Graves says the company partnered with Chapple to design a line of containers that’s fluid and romantic, much like Chapple’s decadent design style. The products will help designers achieve Chapple’s sprawling, airy look.

The new product line also includes the mechanics needed to achieve the Holly-like aesthetic.

The containers, available in clear glass and opaque black and white durable plastic, feature a footed compote design.

One of Holly Chapple’s gorgeous designs that captivated guests at our Field to Vase Dinner at Hope Flower Farm. Photo: Taken by Sarah Photography.

The upscale glass containers are perfect for “show-stopper” arrangements. The plastic compotes are made of light but durable plastic and are great for transporting Chapple’s unmistakable floral design look to venues.

The mechanics are what Chapple refers to as a “pillow and an egg” ­– grid-like tools to hold flowers in place in containers. These spectacular mechanics eliminate the hassles of fussing with chicken wire and other materials to create loose horizontal bouquets. The “egg” concept lets designers insert flower stems from all angles while keeping them in place during the design process.

The “pillow” follows the same principle, resting on the top of the vase rim and ensuring stems stay in one place and remain hydrated without getting crushed. Because the mechanic rests on top of the container, stems can be inserted around the rim, appearing to spill gracefully over the vase’s edge.

All products in the line are reusable and 100 percent recyclable.

Graves said the recent American Grown Field to Vase Dinner was the ultimate place to launch the line – after all, Syndicate is a quintessential family-owned American company based in Indiana.

Syndicate’s three-year sponsorship of the dinner tour is equally impressive. “There was no more fitting place than at a Field to Vase Dinner, where the crux of the event is about American Grown, to launch the line. And there’s nothing we like to celebrate more than the people, relationships and culture that keeps our industry going,” Graves explains. “It’s a natural fit.”

Naturally, Certified American Grown is extremely grateful for Syndicate’s ongoing support!

For details on the new container and mechanics collection and to sign up for exclusive updates regarding the January 2018 release, check out holly.syndicatesales.com.

Certified Farmer Andrea Gagnon Shares the Origin Matters Message, Wows With Her Flowers

The November issue of the National Geographic features Certified American Grown flower farmers Andrea Gagnon of Lynnvale Studios.

It’s not every day that National Geographic rings your phone. But that’s exactly what flower farmer Andrea Gagnon experienced when the renowned publication reached out to her to request an interview and photo shoot on her Gainesville, Virginia, farm.

The coverage – touting the American Grown Flower movement – can be found in the venerated magazine’s November 2017 issue.

“I grew up in a household where National Geographic was renowned and never thrown away,” Gagnon explains. “It was an incredible process. The photographer came out months before the article was written and we spent seven solid hours shooting.” Yep, seven hours.

Shooting what? Just-picked American Grown Flowers from Gagnon’s LynnVale Studios, a 10-acre flower farm and art studio owned and operated by Gagnon and husband, Lou.

In the course of the photo shoot, the Gagnons created bouquets and centerpieces, along with four versions of a “flower painting” on the barn floor and a stoop. It was one of the flower painting images that became the hero shot in the magazine.

Beautiful American Grown Flowers arranged by Andrea Gagnon were used to represent the bounty and renewed consumer interest in homegrown blooms.

“It was a thrill to observe and participate in the whole process,” Gagnon says. “It ranks among the top five of all of my professional experiences. I felt like I had been on a roller coaster thrill ride of design. I remember looking at Lou when it was over and I could barely stand up. It was so overwhelming and big.”

Also big – the opportunity to drive home the origin matters message, which Gagnon did with prowess in the article.

“The more awareness the American consumer has about where flowers come from, the better it is for all of  us,” she’s quoted as saying. “It’s just like asking, ‘Is this a local tomato for my BLT?’ Now people can ask, ‘Oh, is that a local dahlia?’”

How it happened

So how did the American Grown Flowers movement catch the eye of National Geographic?

Turns out that a writer for the magazine was one of the members of the media who were invited to attend the American Grown Field to Vase Dinner Tour held at LynnVale Studios in 2015. Months later, Gagnon received a call from the writer and the odyssey of making it into print began.

The flower farm at Lynnvale Studios played host to one of ten American Grown Field to Vase dinners held in 2015. Photo by Linda Blue Photography

During the interview there were lots of questions about the American Grown Flower movement and why it’s important to have consumer awareness about flower origin.

Flower farmer and floral designer Andrea Gagnon of Lynnvale Studios. Andrea also serves as a member of the Certified American Grown Council. Photo by Linda Blue Photography

“I never imagined it would make the magazine. What are the odds? I didn’t know until last week that it actually made it in,” Gagnon explains.

But it did. And Gagnon is still on cloud nine. She can’t wait for her father, the longtime National Geographic subscriber, who now lives in an assisted living facility, to see the coverage.

“I’m just so pleased for flower farmers and for these efforts to be acknowledged,” Gagnon says.

More photos from the American Grown Field to Vase Dinner at Lynnvale Studios can be found on our Flickr page. Simply click the photo to see more beautiful images from the flower farm. Photo from Linda Blue Photography

Earning the designation of “Design Star” is no small feat in a nationwide community of talented floral designers. And when Christy Hulsey, owner and creative director of Colonial House of Flowers in Statesboro, Georgia, earned the designation of 2017 Mayesh Design Star, she admits to being overwhelmed. And deeply honored.

Christy Hulsey (right) has been sharing her love and support for American Grown Flowers while crisscrossing the country as Mayesh’s 2017 Design Star. 

As she puts it, it’s not every day that an “old-school” flower shop gets this kind of recognition.

But Hulsey’s not one to rest on her laurels. She’s making the most of the honor by wowing guests who participate in the Mayesh Design Star Flower Workshop Tour – with eight stops at Mayesh wholesale flower branches nationwide featuring hands-on workshops. And along with giving students a great opportunity to network, explore floral design, and brush up on social media and marketing tactics, Hulsey is sure to talk about a topic close to her heart. The origin of flowers and the importance of using Certified American Grown Flowers in designs.

“I believe origin matters. I know what various farms do really well and what I’m going to get, so when I’m creating a flower recipe, I need to know what I’m looking for and what farm can deliver it,” Hulsey explains.

Christy and her family had the opportunity to tour our flower farms while on the road for Mayesh workshops throughout the country.

It’s thinking wholesaler Mayesh also understands and supports. After all, Mayesh is a sponsor of the American Grown Field to Vase Dinner Tour, the award-winning pop-up dinner series that’s been criss-crossing America for three years.

For Hulsey, choosing Certified American Grown Flowers is deeply personal. She recalls how Mel Resendiz of Resendiz Brothers Protea Growers took her entire family on a tour of his farm, showcasing the flowers he grows and sharing his family’s story. From that day forward, Hulsey felt it was important to incorporate flowers from Resendiz’s farm when her designs called for it. “It’s important that I use a flower from his farm and think of him. It’s meaningful.”

Hulsey will carry the message to her next stop on the Design Star Flower Workshop Tour on Oct. 17 in Portland, Oregon. In fact, she continually shares the origin matters message in her social media posts for the tour and her stops at Pottery Barn stores nationwide where she leads succulent workshops for consumers and uses Certified American Grown plants.

What does she want florists and consumers to know? Using and buying Certified American Grown Flowers isn’t hard. It is important. And it does make a difference. And yes, origin does matter.

This year’s hurricanes put a fine point on the need for domestic flower production. The storms and their aftermaths left many wholesalers nationwide scrambling to find domestic sources of flowers and foliage while the Port of Miami remained closed.

And since recoveries from these storms take a bit of time, the need for new connections can’t be overstated.

A focused directory that helps you find and source flowers from farms who can ship you flowers and foliage.

The California Cut Flower Commission (CCFC) has a tool in place that makes finding sources for American Grown Flowers easy. Almost like that “easy button” in those office supply commercials.

When you visit the CCFC’s Farmer Directory, you’ll find flower farmers throughout California  who are renowned for growing spectacular blooms and foliage. Search by variety, location or distribution method, and use our map to get a birds-eye view of all of our farms’ locations throughout the Golden State.

Once you meet our farmers, we’re convinced you’ll appreciate all they have to offer – glorious, sustainably grown flowers and foliage that go from field to vase in no time.

Next Page »